Search Results (6)

As Generation Z gradually becomes the dominant consumer group, the catering industry, as a critical sector affecting people’s livelihood, warrants an in-depth investigation into its consumption decision mechanisms. This study, grounded in the online–merge–offline (OMO) context, empirically examines the impact mechanism of frontline employee service competence on the repurchase decisions of Generation Z consumers in the foodservice sector, while testing the mediating roles of customer satisfaction and brand trust, as well as the moderating effect of the OMO scenario. Data were collected via a survey of 326 Generation Z customers who consumed in integrated OMO dining environments. Partial least squares structural equation modeling (PLS-SEM) was employed for the data analysis. The findings reveal that frontline employee service competence significantly and positively influences consumer repurchase intention and customer satisfaction, but does not have a significant effect on brand trust. Customer satisfaction fully mediates the relationship between employee service competence and repurchase decisions, whereas brand trust, despite having the strongest direct effect on repurchase intention, is predominantly shaped by systemic factors such as food safety and supply chain transparency, rendering its mediating pathway non-significant. Furthermore, the OMO context does not exhibit a significant moderating effect between employee service competence and customer satisfaction, nor between employee service competence and brand trust, reflecting that the current digital integration has yet to effectively address Generation Z’s core needs for privacy protection and emotional resonance. This study elucidates the “contact–cognition–behavior” pathway by which service competence influences consumer decision-making through satisfaction, while clarifying the systemic formation mechanism of brand trust. Based on these results, it is recommended that enterprises prioritize emotional service training for frontline employees to enhance satisfaction, build brand trust through ingredient traceability systems, and optimize OMO scenario design to better align with Generation Z’s expectations for emotional interaction. Full article

This pilot study explores the efficacy of an AI-powered gamified chatbot integrated with an Online-Merge-Offline (OMO) strategy to enhance parental nutrition knowledge. Conducted in a Taiwanese public childcare setting, the intervention comprised eight weekly nutrition seminars delivered by registered dietitians, supplemented by a LINE-based chatbot providing interactive, gamified learning experiences. Pre-test and post-test evaluations were administered via the chatbot to assess knowledge acquisition. The results from 20 unique participants, including 9 with complete data, indicated a statistically significant improvement in nutritional knowledge (p < 0.0001, Cohen’s d = 2.50), suggesting a substantial educational impact. The integration of gamification elements—such as level completion, community rankings, and personalized feedback—with OMO modalities allowed for sustained engagement, knowledge reinforcement, and seamless transition between digital learning and physical application. This study provides empirical evidence supporting the feasibility and pedagogical value of OMO-gamified chatbots in health promotion and lays the groundwork for future large-scale, longitudinal investigations. Full article

We study an online–merge–offline (OMO) system that integrates a retailer’s online and offline channels through an e-commerce platform and a wireless applet. The customers in the online channel are generated through paid advertising in an e-commerce platform, while the offline channel is a regional retail chain. The OMO system omnichannelizes sole-channel customers from either channel by converting them into omnichannel ones with the wireless applet and then providing them online and offline options at each touch point along the shopping journey. The prices in the OMO system across both channels are uniform. To validate the effectiveness of this new omnichannel system, we construct a legacy system that maintains separate online and offline channels with independent customer populations. Using the legacy system as a benchmark, we assume the OMO system has arbitrary omnichannelization rates of the customers flowing into the two channels. We analyse the perfect OMO system which has all the customers omnichannelized, and show its advantage over the legacy system. We then numerically find that if the omnichannelization rates in the OMO system are general then it is most efficient when products are either highly digital or highly nondigital. Full article

By using the machine learning of artificial intelligence to explore the application business opportunities of the Metaverse in the MMORPG (Massively Multiplayer Online Role-Playing Game) interactive game market, we study the supply and demand laws of buyers and sellers at the market economy level, future trends, and business opportunities. The feasibility of its new products and services is explored under a pragmatic, cooperative model of the game community platform “Key to the Desert” case for the application level and business opportunities of Taiwan’s Metaverse markets. Online and offline integration (OMO; Online Merge Offline), precision marketing, and the customer management data platform (Customer Data Platform) are also explored in the application business opportunities of the Metaverse market. By combining the NFT (Non-Fungible Token) Monopoly game and MMORPG interactive games, we study the laws of supply and demand of buyers and sellers at the market economy level to provide third-party payment, electronic payment, mobile payment, and other transaction method certifications such as NFT (Non- Fungible Token). We also evaluation the future and security issues of cryptocurrency. Full article

In recent years, sustainability has become one of the essential elements of corporate management. There are many ways retailers can influence and develop a sustainable environment. The Taiwanese retail sector accounts for 10% of GDP. The capital city Taipei has the world’s highest department store density (per capita). This study encapsulates retail expertise to generate ten dimensions from 46 retail service quality scale indicators: SNAKE ROSES. The study first adopts qualitative analysis by conducting semi-structured interviews with five experts in the industry. Fifteen Delphi technique experts were then consulted for both qualitative and quantitative analysis of the indicators. Based on the Analytic Hierarchy Process (AHP), the most important aspects of customer service were ranked. The study shows that service quality dimensions are Sincerity, Neatness, Attentiveness, Keenness, Empathy, Reliability, Optimism, Steadfastness, Expertise, and Store Policy. Sincerity and Keenness are the most crucial globally. Although numerous researchers have examined the broader topic of perceived service quality, studies have yet to explore the critical role of Eastern culture, and therefore this study introduces an innovative framework. Implications include a conceptual framework for the key factors influencing customer satisfaction, one of the most critical dimensions of perceived service quality and customer satisfaction in the Taiwanese retail industry. A specification for retailers is delivered, intending to improve their sustainability strategies. Full article

The COVID-19 pandemic revealed the need for new innovative methods to effectively maintain education in times of crisis and uncertainty. This study first presents the Online-Merge-Offline (OMO) learning approach, a way of learning that caters to the new needs of students and teachers in the post-COVID-19 era. OMO learning utilizes a hybrid infrastructure that combines Open Educational Practices and real-time learning spaces, both online and offline. This study then discusses the early results of a pilot experiment investigating OMO learning in China for three months from three dimensions: space design requirements, technological considerations, and pedagogical considerations. A qualitative, two-stage study focused on content analysis and a multiple-case study were carried out in the context of courses about English language learning with 30 teachers and students. The obtained findings showed that, although both teachers and students had a positive attitude towards OMO learning, they mentioned that a comprehensive set of core and functional competencies are needed—including the use of online platforms, communication skills, class management, and the effective use of resources. Additionally, the findings showed that more effort should be paid to classroom design, such as infrastructure, to efficiently support OMO learning. This study exemplifies a new approach toward the future of education to ensure sustainable education in this complex and uncertain world. Full article